INTERVIEW: SIMON WESTBURY – 1XBET


Player protection must become the foundation of sustainable growth


conversation around gambling often becomes polarised, with people either completely supporting it or completely opposing it. We want to help create a more balanced, evidence- based discussion.


We’re planning to work with universities and academic institutions by funding research projects that can improve understanding of gambling behaviour and identify practical ways of strengthening player protection.


Neil Mead, Editor GIO and Simon Westbury, Director 1xCare


Simon Westbury, Strategic Advisor at 1xBet and Director of 1xCare, explains why the industry’s long-term success depends on rebuilding trust through research, education and responsible gambling initiatives.


GIO: Can you give us an overview of 1xCare and what you’re hoping to achieve? Simon Westbury: Over the past year we carried out extensive research into responsible gambling and player protection, producing four reports that highlighted one consistent theme: there is a real need for greater education across the industry.


That research led to the creation of 1xCare, a separate not-for-profit organisation funded by the brand owner of 1xBet but operating independently, with its own advisory board. We wanted to create something that could contribute to the wider industry rather than simply promote one operator.


Player protection and safer gambling must become the foundations of a sustainable industry. The days of relying on short-term growth are behind us. Today, successful brands are built on trust and maintaining that trust means ensuring customers can enjoy gambling in a safe and responsible environment. Our advisory board brings together expertise from across gaming, sport and regulation, and is chaired independently. The aim is to provide genuine leadership and encourage industry-wide collaboration rather than focusing solely on 1xBet.


GIO: What are the key priorities for 1xCare? SW: The organisation is built around four core pillars: research, education, technology, and support and wellbeing.


Research is particularly important because there is still a significant gap in our understanding of player behaviour. The


20 AUGUST 2026 GIO


Technology is another major focus. During our research we found that some regions, particularly Latin America, are developing innovative approaches to player protection that deserve wider attention. We want to explore how technology can be used more effectively to identify risk earlier and improve player safety. Finally, we want to support organisations already helping people affected by gambling harm. Bringing these four areas together creates a framework that can deliver meaningful, long-term improvements.


GIO: Why was it important to establish 1xCare as an independent organisation? SW: Credibility was essential. While the owner of the global brand 1xBet provides the funding, 1xCare operates independently with its own governance and advisory board. This isn’t about promoting one brand. It’s about using nearly two decades of industry experience to help move the conversation forward for everyone involved. We believe an independent structure allows us to contribute more openly to research, education and wider industry discussions.


As the advisory board continues to grow, our objective is to bring together expertise from different backgrounds to ensure decisions are informed by a broad range of perspectives.


GIO: Do you believe the industry needs to improve its reputation? SW: Yes, I do. The gambling industry has, in many ways, lost the conversation with society. Too often gambling is viewed negatively, while governments increasingly see it primarily through taxation and regulation.


Regulators also face significant challenges. They’re expected to oversee a rapidly evolving industry, often without the resources needed to attract and retain the specialist expertise that’s required.


As an industry, we need to engage much more effectively with regulators, policymakers and society as a whole. Twenty years ago, gaming was widely viewed as an exciting part of the entertainment sector. We need to work together to rebuild that perception by demonstrating that


player protection sits at the heart of everything we do. Initiatives such as 1xCare are one way of helping to achieve that.


GIO: What role does 1xBet hope to play in driving that change? SW: As a global brand with more than 35 licences, we recognise that we have a responsibility to lead by example. Over the past 18 years, 1xBet has built its business around product innovation, digital marketing expertise and international sports partnerships. Player protection now represents another equally important pillar of the business. For me personally, leading 1xCare while continuing to advise 1xBet allows those two objectives to complement one another. The commercial success of the industry and responsible gambling should never be seen as competing priorities, they are closely linked.


Building a sustainable business means creating an environment where customers feel safe, informed and confident in the brands they choose to engage with.


GIO: How important is engagement with regulators and other stakeholders? SW: It’s essential. We already engage with regulators across a number of markets where we operate, and events such as iGB Live provide valuable opportunities to meet regulators face-to-face and better understand their priorities.


However, engagement shouldn’t stop with regulators. We want to work with academics, charities, technology providers and the wider industry because improving player protection requires collaboration rather than individual efforts.


Ultimately, our ambition is to help establish sustainable player protection as one of the industry’s defining principles. If we can achieve that, we can begin rebuilding public confidence and reinforce gambling’s position as a legitimate form of entertainment enjoyed responsibly by millions of people around the world.


GIO: Finally, what can we expect next from 1xBet? SW: There’s plenty happening behind the scenes. While I can’t reveal everything just yet, readers can expect further licensing announcements, new partnerships and additional brand developments in the months ahead. The business continues to evolve, and player protection will remain a central part of that journey alongside our broader international growth strategy.


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